For Mintel's Global Consumer research, we use an online research approach to interview 1,000 consumers covering age groups varying in range, depending on location, in each of our 36 locations around the world. Respondents are interviewed in regions and/or metro cities to represent the population distribution across each location for reporting.

In most places, we run our research twice a year. We ask the same questions in all 36 locations, in the respective local language. Exceptions are made where the question/statement could be deemed offensive in that market, or fall outside of social norms. While we do maintain a number of tracking questions to capture trends, there will be new questions asked on each wave of research to ensure that our findings remain relevant to global trends.

Mintel applies a quota-sampling approach with quotas on age, gender and broad region or metro city. Our sample data is not nationally representative within each location. Instead it can be considered to be representative of the online population in some locations and an urban online population in others, providing a proxy of each location’s behaviours and attitudes. Our online, quota-sampling approach provides comparable, statistically robust data and allows analysis of key demographic and geographic groups by location.

For Global Consumer, we partner with Kantar Profiles, Rakuten Insight, Dynata, KuRunData and Offerwise.

Keep reading for an overview of location-specific sampling structures and sampling sizes from consumer research done for Global Consumer.

Find more information on our research methods in this article and learn about our analysis techniques in this article.

💡 Tip: Find Global Consumer data by clicking on Consumer Data in the top navigation on clients.mintel.com. On the Consumer Data website, tick the Comparative multi-market box in the left-hand menu to apply the filter. All Global Consumer Databooks are tagged with a green Multi-market study label.

A screenshot of Consumer Data search results showing a number of Global Consumer Databooks.

Asia-Pacific

The quotas on age and gender are selected in a consistent way per market to allow ease of comparison and analysis across a variety of key target groups.

Across Asia-Pacific, the sample for our global consumer surveys consists of 1,000 people per location. Of the respondents in Australia, Hong Kong, Indonesia, Republic of Korea, Malaysia, New Zealand, Philippines, Singapore, Thailand and Vietnam, 125 men and 125 women belong to each of the following age groups:

18-24
25-34
35-44
45+

Different age and gender quotas apply to China, India and Japan. Refer to the tables below to learn about the age and gender quotas for these locations, and how our samples are split geographically by cities/regions.

Australia

State/Territory	%	N (1,000)
New South Wales	31.4	314
Victoria	25.5	255
Queensland	20.5	205
South Australia	7	70
Western Australia	10.7	107
Others	4.9	49

China

Of 1,000 respondents, we survey 100 in each of the following cities:

Beijing
Shanghai
Guangzhou
Chengdu
Yantai
Changchun
Wenzhou
Fuzhou
Guiyang
Nanyang

In each of these cities, 17 men and 17 women belong to each of the following age groups:

18-29
30-39

16 men and 16 women per city belong to the 40-59 age group.

Of the 100 respondents per city, 1/3 each fall into the following monthly household income brackets:

6,000-9,999 RMB (low household income)
10,000-17,999 RMB (middle household income)
18k + (high household income)

Hong Kong, SAR of the PR of China

Area	%	N (1,000)
Hong Kong Island	15.7	157
Kowloon	30	300
New Territories East	25	250
New Territories West	29.3	293

India

In each of the four regions, we survey 125 men and 125 women. Find the split by age group below.

Region	Age	Men		Women
		N	%	N	%
North	18-24	37	3.7	37	3.7
	25-34	43	4.3	43	4.3
	35-44	28	2.8	28	2.8
	45+	17	1.7	17	1.7
South	18-24	37	3.7	37	3.7
	25-34	43	4.3	43	4.3
	35-44	28	2.8	28	2.8
	45+	17	1.7	17	1.7
East	18-24	37	3.7	37	3.7
	25-34	43	4.3	43	4.3
	35-44	28	2.8	28	2.8
	45+	17	1.7	17	1.7
West	18-24	37	3.7	37	3.7
	25-34	43	4.3	43	4.3
	35-44	28	2.8	28	2.8
	45+	17	1.7	17	1.7

The sampling structure by region and city tier mirrors the structure for India reports, but with a sample size of 1,000 instead of 3,000.

Indonesia

Region/City	%	N (1,000)
Jakarta	45	450
Bandung	16	160
Surabaya	12	120
Yogyakarta	17	170
Medan	10	100

Japan

Age groups by gender	Population %	N (1,000)
Men, 18-24	5	50
Men, 25-29	5	50
Men, 30-39	10	100
Men, 40-49	10	100
Men, 50-59	10	100
Men, 60-64	5	50
Men, 65+	5	50
Women, 18-24	5	50
Women, 25-29	5	50
Women, 30-39	10	100
Women, 40-49	10	100
Women, 50-59	10	100
Women, 60-64	5	50
Women, 65+	5	50

Region	%	N (1,000)
Hokkaido and Tohoku	10.9	109
Kanto	34.8	348
Chubu and Hokuriku	16.7	167
Kinki	17.7	177
Chugoku and Shikoku	8.6	86
Kyushu and Okinawa	11.3	113

Republic of Korea

Region/City	%	N (1,000)
Seoul	18.3	183
Gyeonggi (including Incheon but excluding Seoul)	32.1	321
Gyeongsang (including Busan, Daegu & Ulsan)	24.7	247
Chungcheong (including Daejeon & Sejong)	11	110
Jeolla (including Jeju & Gwangju)	11	110
Gangwon	2.9	29

Malaysia

Region	%	N (1,000)
Central	27.9	279
North	20.6	206
South	19.1	191
East coast	14.2	142
East Malaysia	18.2	182

New Zealand

Region/City	%	N (1,000)
Auckland	33	330
Canterbury	13	130
Wellington	11	110
Other	43	430

Philippines

Region/City	%	N (1,000)
Greater Manila Area	57	572
Metro Cebu	21	210
Metro Davao	22	218

Singapore

Area	%	N (1,000)
Central/South	23	230
North	14	140
East/North East	40	400
West	23	230

Thailand

Region/City	%	N (1,000)
Greater Bangkok	8.4	84
Central Thailand (excluding Bangkok)	26.2	262
North Thailand	18.1	181
Northeast Thailand	33	330
South Thailand	14.3	143

Vietnam

Region	%	N (1,000)
Red River Delta	23.6	236
Northern midlands and mountain areas	13.1	131
North Central area and Central coastal area/Central Highlands	27	270
South East	18.6	186
Mekong River Delta	17.7	177

Europe, Middle East and Africa

Denmark

Age groups by gender	%	N (1,000)
Men, 16-24	7	70
Women, 16-24	6.8	68
Men, 25-34	8.4	84
Women, 25-34	8.1	81
Men, 35-44	7.3	73
Women, 35-44	7.2	72
Men, 45-54	8.4	84
Women, 45-54	8.4	84
Men, 55-64	7.6	76
Women, 55-64	7.7	77
Men, 65+	10.7	107
Women, 65+	12.4	124

Region	%	N (1,000)
Hovedstaden	31.7	317
Sjælland	14.5	145
Syddanmark	21	210
Midtjylland	22.7	227
Nordjylland	10.1	101

Finland

Age groups by gender	%	N (1,000)
Men, 16-24	6.4	64
Women, 16-24	6	60
Men, 25-34	8.2	82
Women, 25-34	7.8	78
Men, 35-44	8.2	82
Women, 35-44	7.8	78
Men, 45-54	7.6	76
Women, 45-54	7.4	74
Men, 55-64	8	80
Women, 55-64	8.1	81
Men, 65+	10.7	107
Women, 65+	13.8	138

Region	%	N (1,000)
West	25.5	255
South	51.7	517
North and East	22.8	228

France

Age groups by gender	%	N (1,000)
Men, 16-24	7.5	75
Women, 16-24	7.2	72
Men, 25-34	7.9	79
Women, 25-34	8	80
Men, 35-44	8.3	83
Women, 35-44	8.6	86
Men, 45-54	8.6	86
Women, 45-54	8.7	87
Men, 55-64	7.2	72
Women, 55-64	7.8	78
Men, 65+	8.7	87
Women, 65+	11.5	115

Region	%	N (1,000)
Île de France	18.7	187
Centre-Val de Loire / Bourgogne-Franche-Comté	8.2	82
Normandie / Hauts-de-France	14.1	141
Grand Est	8.6	86
Pays de la Loire / Bretagne	11.1	111
Nouvelle-Aquitaine / Occitanie	18.6	186
Auvergne-Rhône-Alpes	12.4	124
Provence-Alpes-Côte d'Azur / Corse	8.3	83

Net monthly household income – soft quota	Minimum	Maximum
under 1,500 €	249	333
1,500 to 2,999 €	288	385
3,000 € or more	211	282
Prefer not to answer/don't know	0	252

Germany

Age groups by gender	%	N (1,000)
Men, 16-24	5.8	58
Women, 16-24	5.4	54
Men, 25-34	8.4	84
Women, 25-34	7.9	79
Men, 35-44	7.8	78
Women, 35-44	7.7	77
Men, 45-54	8.8	88
Women, 45-54	8.5	85
Men, 55-64	8.9	89
Women, 55-64	9	90
Men, 65+	9.8	98
Women, 65+	12	120

Region	%	N (1,000)
Baden-Württemberg	13.3	133
Bayern	15.9	159
Berlin	4.5	45
Brandenburg	3.1	31
Bremen	1	10
Hamburg	2.2	22
Hessen	7.8	78
Mecklenburg-Vorpommern	1.6	16
Niedersachsen	9.6	96
Nordrhein-Westfalen	21.4	214
Rheinland-Pfalz	5.1	51
Saarland	1.1	11
Sachsen	4.7	47
Sachsen-Anhalt	2.7	27
Schleswig-Holstein	3.2	32
Thüringen	2.8	28

Net monthly household income – soft quota	Minimum	Maximum
under 1,500 €	301	364
1,500 to 2,999 €	329	397
3,000 € or more	198	239
Prefer not to answer/don't know	0	172

Great Britain

Age and gender	%	N (1,000)
Men, 16-24	7.1	71
Women, 16-24	6.7	67
Men, 25-34	8.9	89
Women, 25-34	8.8	88
Men, 35-44	8.2	82
Women, 35-44	8.4	84
Men, 45-54	8.5	85
Women, 45-54	8.8	88
Men, 55-64	7.8	78
Women, 55-64	8.1	81
Men, 65-74	5.7	57
Women, 65-74	6	60
Men, 75+	3.3	33
Women, 75+	3.7	37

Region	%	N (1,000)
Scotland	8.6	86
North East	4.1	41
North West	11.3	113
Yorkshire & Humberside	8.5	85
East Midlands	7.5	75
West Midlands	9.1	91
East	9.5	95
Greater London	13.8	138
South East	14	140
South West	8.7	87
Wales	4.9	49

Socio-economic grade	%	N (1,000)
A, B	26	260
C1	29	290
C2	21	210
D, E	24	240

📌 Note: The socio-economic grades are defined as follows.

A: high managerial, administrative or professional
B: intermediate managerial, administrative or professional
C1: supervisor, clerical, junior managerial, administrative or professional
C2: skilled manual worker
D: semi-skilled or unskilled manual worker
E: unemployed

Ireland

Age groups by gender	Northern Ireland		Republic of Ireland
	%	N (325)	%	N (675)
Men, 16-24	7.8	25	8.1	55
Women, 16-24	7.3	23	7.8	53
Men, 25-34	9.2	30	8.6	58
Women, 25-34	9.2	30	8.7	59
Men, 35-44	8.8	29	10.6	71
Women, 35-44	9.3	30	11.1	75
Men, 45-54	9.1	30	8.9	60
Women, 45-54	9.6	31	9.1	61
Men, 55+	14.1	46	13	88
Women, 55+	15.6	51	14.1	95

Region (ROI only)	%	N (675)
City of Dublin	29.1	196
Munster	24.3	164
Leinster (excluding city of Dublin)	29.1	196
Connacht	9.4	64
Ulster (excluding Northern Ireland counties)	8.1	55

Socio-economic group	Northern Ireland		Republic of Ireland
	%	N (325)	%	N (675)
ABC1	55	179	57	385
C2DEF	45	146	43	290

Italy

Age groups by gender	%	N (1,000)
Men, 16-24	6.4	64
Women, 16-24	5.9	59
Men, 25-34	7.3	73
Women, 25-34	6.9	69
Men, 35-44	8.3	83
Women, 35-44	8.4	84
Men, 45-54	10.3	103
Women, 45-54	10.5	105
Men, 55-64	8.1	81
Women, 55-64	8.8	88
Men, 65+	8.4	84
Women, 65+	10.7	107

Region	%	N (1,000)
Nord-Ovest	26.6	266
Sud	23	230
Isole	10.9	109
Nord-Est	19.5	195
Centro	20	200

Net monthly household income – soft quota	Minimum	Maximum
under 1,500 €	325	419
1,500 to 2,999 €	317	409
3,000 € or more	134	172
Prefer not to answer/don't know	0	224

Netherlands

Age groups by gender	%	N (1,000)
Men, 16-24	6.7	67
Women, 16-24	6.6	66
Men, 25-34	8	80
Women, 25-34	7.8	78
Men, 35-44	7.3	73
Women, 35-44	7.2	72
Men, 45-54	8.4	84
Women, 45-54	8.5	85
Men, 55-64	8.4	84
Women, 55-64	8.4	84
Men, 65+	10.5	105
Women, 65+	12.2	122

Region	%	N (1,000)
North	9.9	99
East	21	210
West	47.6	476
South	21.5	215

Nigeria

Of 1,000 respondents, we survey 125 men and 125 in each of the following age groups:

18-24
25-35
35-44
45+

Region	%	N (1,000)
North (Central, East, West)	55.8	558
South East	10.9	109
South South	14	140
Lagos & South West	19.3	193

Norway

Age groups by gender	%	N (1,000)
Men, 16-24	6.7	67
Women, 16-24	6.6	66
Men, 25-34	8.7	87
Women, 25-34	8.4	84
Men, 35-44	8.1	81
Women, 35-44	7.9	79
Men, 45-54	8.6	86
Women, 45-54	8.4	84
Men, 55-64	7.5	75
Women, 55-64	7.3	73
Men, 65+	10.2	102
Women, 65+	11.6	116

Region	%	N (1,000)
Innlandet	7	70
Trøndelag og Nord-Norge	17.9	179
Oslo og Viken	36	360
Agder og Sør-Østlandet	13.5	135
Vestlandet	25.6	256

Poland

Age groups by gender	%	N (1,000)
Men, 16-24	6.4	64
Women, 16-24	6	60
Men, 25-34	9.8	98
Women, 25-34	9.5	95
Men, 35-44	11.4	114
Women, 35-44	11.1	111
Men, 45-54	8.5	85
Women, 45-54	8.5	85
Men, 55-64	6.9	69
Women, 55-64	7.7	77
Men, 65+	5.7	57
Women, 65+	8.5	85

Region	%	N (1,000)
Makroregion Centralny	9.7	97
Województwo Mazowieckie	14.1	141
Makroregion Południowy	20.8	208
Makroregion Wschodni	14.4	144
Makroregion Północno-Zachodni	16	160
Makroregion Południowo-Zachodni	9.8	98
Makroregion Północny	15.2	152

Net monthly household income – soft quota	Minimum	Maximum
under 3,000 zł	344	415
3,000 to 4,999 zł	274	331
5,000 zł or more	211	254
Prefer not to answer/don't know	0	171

Saudi Arabia

Of 1,000 respondents, we survey 125 men and 125 in each of the following age groups:

18-24
25-35
35-44
45+

574 respondents are Saudi nationals, while 426 are non-Saudi nationals.

Region	%	N (1,000)
Najid Region (Al-Riyadh, Al-Qaseem and Ha’il)	31.8	318
Hijaz Region (Al-Baha, Al-Madinah Al-Monawarah, Makkah Al-Mokarramah and Tabouk)	37.2	372
Other (Al-Jouf, Aseer, Eastern Region, Jazan, Najran and Northern Borders)	31	310

South Africa

Of 1,000 respondents, we survey 125 men and 125 in each of the following age groups:

18-24
25-35
35-44
45+

Region	%	N (1,000)
Eastern Cape	11.1	111
Northern Cape, North West & Free State	13.9	139
Gauteng	26.3	263
Kwazulu-Natal	19.2	192
Limpopo & Mpumalanga	17.7	177
Western Cape	11.8	118

Spain

Age groups by gender	%	N (1,000)
Men, 16-24	6	60
Women, 16-24	5.7	57
Men, 25-34	7.1	71
Women, 25-34	7	70
Men, 35-44	9.4	94
Women, 35-44	9.4	94
Men, 45-54	9.9	99
Women, 45-54	10	100
Men, 55-64	7.9	79
Women, 55-64	8.2	82
Men, 65+	8.5	85
Women, 65+	10.9	109

Region	%	N (1,000)
Noroeste	9.2	92
Noreste	9.3	93
Comunidad de Madrid	14.3	143
Centro	11.6	116
Este	29.3	293
Sur	21.3	213
Canarias	5	50

Net monthly household income – soft quota	Minimum	Maximum
under 1,500 €	395	485
1,500 to 2,999 €	303	372
3,000 € or more	116	143
Prefer not to answer/don't know	0	186

Sweden

Age groups by gender	%	N (1,000)
Men, 16-24	6.4	64
Women, 16-24	5.9	59
Men, 25-34	9.1	91
Women, 25-34	8.6	86
Men, 35-44	8.1	81
Women, 35-44	8	80
Men, 45-54	8.1	81
Women, 45-54	7.9	79
Men, 55-64	7.1	71
Women, 55-64	7	70
Men, 65+	11.1	111
Women, 65+	12.7	127

Region	%	N (1,000)
North and Middle	17	170
Stockholm and East	39.7	397
West	19.8	198
South East	8.6	86
South	14.9	149

Americas

📌 Note: Quotas in the Americas are representative of the online population in each location.

Argentina

Age groups by gender	%	N (1,000)
Men, 18-24	10.28	103
Men, 25-34	10.91	109
Men, 35-44	11.29	113
Men, 45-54	6.47	65
Men, 55+	7.11	71
Women, 18-24	10.28	103
Women, 25-34	14.21	142
Women, 35-44	12.31	123
Women, 45-54	7.23	72
Women, 55+	9.9	99

Region	%	N (1,000)
Buenos Aires (provincia & ciudad)	36.6	366
North	18.3	183
Central	33.9	339
South	11.2	112

Brazil

Age groups by gender	%	N (1,000)
Men, 16-24	10.31	103
Men, 25-34	10.83	108
Men, 35-44	10.46	105
Men, 45-54	8.14	82
Men, 55+	7.64	76
Women, 16-24	10.72	107
Women, 25-34	11.46	115
Women, 35-44	11.36	114
Women, 45-54	9.14	91
Women, 55+	9.94	99

Region	%	N (1,000)
North	9.53	95
Northeast	26.29	263
Central West	8.33	83
Southeast	41,82	418
South	14.02	140

Socio-economic group	%	N (1,000)
A	3.05	30
B1	5.17	52
B2	18.22	182
C1	20.86	209
C2	27.82	278
DE	24.87	249

Canada

Age groups by gender	%	N (1,000)
Men, 18-24	5.2	52
Men, 25-34	8.3	83
Men, 35-44	8.1	81
Men, 45-54	7.7	77
Men, 55-64	8.6	86
Men, 65+	10.8	108
Women, 18-24	4.9	49
Women, 25-34	8.3	83
Women, 35-44	8.4	84
Women, 45-54	8	80
Women, 55-64	9	90
Women, 65+	12.7	127

Region	%	N (1,000)
Ontario	38.5	385
Quebec	23.1	231
British Columbia	13.6	136
Alberta	11.6	116
Saskatchewan	3.1	31
Manitoba	3.6	36
Atlantic Provinces (New Brunswick, Newfoundland / Labrador, Nova Scotia, Prince Edward Island)	6.5	65

Household income	%	N (1,000)
Less than $25,000	9	90
$25,000 - $49,999	18	180
$50,000 - $69,999	14.3	143
$70,000 - $99,999	18.4	184
$100,000 and over	40.3	40.3

Chile

Age groups by gender	%	N (1,000)
Men, 16-24	12.6	126
Men, 25-34	11.8	118
Men, 35-44	10.1	101
Men, 45-54	8.4	84
Men, 55+	7.7	77
Women, 16-24	8.2	82
Women, 25-34	12.4	124
Women, 35-44	11.5	115
Women, 45-54	9.2	92
Women, 55+	8.1	81

Region	%	N (1,000)
Metropolitana SGO	43.2	432
Central	31	310
Norte	10.9	109
Sur	14.9	149

Colombia

Age groups by gender	%	N (1,000)
Men, 16-24	12.62	126
Men, 25-34	14.72	147
Men, 35-44	11.06	111
Men, 45-54	5.59	56
Men, 55+	4.33	43
Women, 16-24	12.86	129
Women, 25-34	13.58	136
Women, 35-44	11.78	118
Women, 45-54	7.93	79
Women, 55+	5.53	55

Region	%	N (1,000)
Atlantica/Caribe	19.16%	191
Central	24.47%	245
Oriental	19.47%	195
Pacifica	17.00%	170
Bogota	19.89%	199

Mexico

Age groups by gender	%	N (1,000)
Men, 16-24	10.77	108
Men, 25-34	12.37	124
Men, 35-44	8.01	80
Men, 45-54	9.17	92
Men, 55+	7.28	73
Women, 16-24	13.13	131
Women, 25-34	15.72	157
Women, 35-44	12.08	121
Women, 45-54	7.57	75
Women, 55+	3.93	39

Region	%	N (1,000)
Circunscripción 1	22.94%	230
Circunscripción 2	19.83%	198
Circunscripción 3	16.62%	166
Circunscripción 4	19.19%	192
Circunscripción 5	21.42%	214

📌 Note: These regions are based on electoral boundaries.

Peru

Age groups by gender	%	N (1,000)
Men, 16-24	14.9	149
Men, 25-34	15.3	153
Men, 35-44	9.1	91
Men, 45-54	4.5	45
Men, 55+	6.5	65
Women, 16-24	13.4	134
Women, 25-34	14.3	143
Women, 35-44	10.9	109
Women, 45-54	6.3	63
Women, 55+	4.8	48

Region	%	N (1,000)
Lima Metropolitana	46.5	465
Non-Lima Metro	53.5	535

United States

Age groups by gender	%	N (1,000)
Men, 18-24	5.78	58
Men, 25-34	8.98	90
Men, 35-44	8.12	81
Men, 45-54	7.62	76
Men, 55-64	8	80
Men, 65-74	5.99	60
Men, 75+	3.71	37
Women, 18-24	5.77	58
Women, 25-34	8.94	89
Women, 35-44	8.42	84
Women, 45-54	8.18	82
Women, 55-64	8.77	88
Women, 65-74	6.82	68
Women, 75+	4.9	49

Region	%	N (1,000)
Northeast	17.41	174
Midwest	20.76	208
South	38.33	383
West	23.51	235

Household income	%	N (1,000)
Less than $25,000	14.47	145
$25,000 - $49,999	13.89	139
$50,000 - $74,999	16.42	164
$75,000 - $99,999	13.32	133
$100,000 and over	41.9	419

Ethnicity	%	N (1,000)
Hispanic	20	200
Not Hispanic	80	800

Race	%	N (1,000)
White	69.39	694
Black	15	150
Asian	4.1	42
Other race	11.5	115